Brand Creation

A brand is created in the consumers or stake-holders mind. Given the fact that the playground for a brand is the mind, it is rides heavily on perception. In other words, a successful brand is one that effectively maneuvers the consumers mind and occupies a space within it which aids immediate recall. In today’s clutter-driven and overcrowded marketplace branding assumes critical importance and the brand creation exercise commences at the product/idea conceptual stage itself.

Brand creation is a structured 3 step process

Identifying the Brand Nucleus - i.e. what it stands for and the business rationale behind it. The Brand Nucleus usually exists as a midpoint between Need Gaps (category/industry), Opportunity (consumer) and Strengths (company/product)

Defining the Brand Essence - creating an emotional hook which helps the brand connect with its consumers/stakeholders emphatically

Evolving the Brand Personality - layering a visual representation in sync with the Brand’s Nucleus and Essence which gives a unique definition to the brand thus enabling it to occupy a prominent space in consumers’ minds

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Design as Strategy

September 06, 2015

Once confined to branding, communication & production development, design thinking has become central to strategy today. In the past 5 years, we have worked with several large, medium and small companies. In our role as a Creative agency, we were not limited in our thinking to only branding and communication. Our philosophy was to take a holistic approach to a client “How to use design thinking to make great things actually happen”. So here are a few nuggets of how one can differentiate a parity product through design.